The world has been waiting seemingly forever for Blake Lively to launch her new lifestyle website, Preserve. Now it is finally here, people are a little, well, confused by the whole thing.

If you were waiting for a Goop rip-off, well then you are going to be sorely disappointed. Blake is far too hipster for that.

Dark, moody, full of artistic Instagrammy shots of Converse in water and boho girls sketching, the site is part blog, part charity, part recipe resource, part shop selling everything from chocolate sauce to jewellery.

So what exactly is Preserve?

According to Blake's editors letter, it's a bit of everything really.

"The function of Preserve is part magazine, part e-commerce hub, part philanthropic endeavour and above all, a place to showcase the power of imagination, ingenuity, quality, and above all, people."

Can you clarify please? "So here at Preserve there are people, stories, essays, videos and goods which hopefully inspire your home, your style and your tongue."

Blake has said she is stepping away from acting to focus on the venture, leaving the movies to husband Ryan Reynolds.

She told The Cut, "I'm creating a brand that I felt the need for. I was on my show [Gossip Girl] for so long that I really wanted to break from acting, because it lost its excitement for me in a way, because it was such a job," she explained.

"You cannot be around me without talking about food, " Lively continued. "I don't go on a lot of food sites. I haven't found a food site I really connect with..."

Blake went on to say, "Chefs are like my rock stars. I could meet the biggest movie star and feel so honoured, but if I see a chef, I just want to hide under a table."